After the success of its rental-only upcycled denim capsule, Ganni X Levi’s is back with a collection of vintage-look denim for everyone.
The edit of iconic jeans styles and Peter Pan collared dresses builds on both industry players’ commitments to responsible fashion and design innovation. Each timeless piece, which fuses Ganni’s unique strand of Scandi cool with the classic all-American Levi’s aesthetic, is crafted from a new cottonised hemp fabric which feels exactly like archetypal denim, but has a much smaller CO2 impact. Ganni X Levi’s is not just an opportunistic tie-up, it’s about pushing the envelope.
Available to purchase as of today, GANNI and Levi’s have teamed up for their second denim collaboration. Combining the brands’ classic styles and aesthetics with innovation, the 14-piece ready-to-wear collection was made using cottonized hemp, which allows for less water and pesticides to be used, to push towards a more sustainable future.
“One of the great things about working with the Levi’s team has been our shared ambition to create a responsible product,” says Ditte Reffstrup, creative director of GANNI. “The hemp used to make the fabric is all rain feed with a proven lower footprint than conventional denim, traditionally made from cotton. The cottonized hemp is so soft and luxurious in feeling, you honestly can’t tell it’s not conventional denim.”
The humor and lightheartedness of the imagery bring an added layer of life to the denim collection and it’s an innovative way to capture the denim while still maintaining COVID-19 guidelines. The collection retails from $115-$475 USD and will be available on the GANNI and Levi’s websites as well as Levi’s and GANNI stores globally.